The project involves the creation of the world’s largest attention data collection panels, combining data for both TV and digital, across both the UK and the US. The data is then turned into a powerful predictive model of attention to advertising across media, that is in turn linked to the cost of media and the brand and performance outcomes that result.
The judges were impressed by the fact that the Dentsu project moves the discussion of ‘the attention economy’ on from theory to practice. Not content with simply reporting the data collected, Lumen and TVision have created a series of tools that allow Dentsu to plan, buy and measure advertising on the basis of attention.
"We are honored that an organization as distinguished as MRS has recognized the value attention data brings to improving television and digital advertising measurement. Congratulations to our partners, Dentsu and Lumen," says Yan Liu, CEO of TVision.